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Coca Cola on Facebook

In: Business and Management

Submitted By saritha
Words 437
Pages 2
About The Coca – Cola Company
The Coca-Cola Company was invented by a pharmacist in 1886. By 2011, their product line included more than 3000 products of carbonated and non-carbonated beverages, bottled water and juice, sold under 500 brand names in 206 countries. Revenues in 2010 were $30.9 B.

The company had employed more than 3500 people worldwide for marketing. They had hired a Senior VP for integrated marketing communications after they found that the fans are viewing video content on YouTube that are not attributed to Coke but are posted by the fans. They had a team to focus on marketing via social media channels that initially approached online social media similar to broadcast media. As online media developed, the company changed their strategy of having a tight creative direction and high imagery that had lost relevance with the onset of two way communication. Carrying out pre-determined communication plan was challenging. They tied up with fans that became successful online with their videos /blogs /microsites on FB, maintained their theme of “Fans First” (Less about us, more about them Coke and Mentos geyser creators, Coke page on FB creators etc.) and did not control the messages. The videos of Coke and Mentos geyser increased Coke sales by 5-10% and increased traffic by about 27%.

Challenges: Could Coke rest on non - promotional foundation to be successful online? What could be the strategy for 206 countries, global scale with local relevance?

Analysis

* Coca-Cola has been consistently in the top ten popular Facebook pages since 2009 along with Facebook despite the fact that the news /trends on social media is very short lived * Starbucks adopted a promotional route to be popular on Facebook. During the promotions it was among top 10 and later dropped below 10. But the traffic driven to them might have been due to fans

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